This record is a partial extract of the original cable. The full text of the original cable is not available.

UNCLAS SECTION 01 OF 03 VILNIUS 001328
SIPDIS
STATE FOR R, ECA, EUR/PPD AND EUR/NB
E.O. 12958: N/A
TAGS: KPAOOEXCSCULLH
SUBJECT: LITHUANIA: REINVIGORATING PD CULTURAL AND SPORTS
PROGRAMS
Ref: State 222516
THE MORE THE BETTER
-------------------
1.Summary: Post has stretched its resources for
cultural programming by routinely partnering with private
entities to co-sponsor programs. We rely on, and are
grateful for, Washington-funded cultural programs to bring
U.S. performers to Lithuania. Our annual Jazz Night, in
particular, attracts cabinet ministers and other important
contacts, both earning us good will and creating an
opportunity for high-level discussion of serious issues.
Lithuanians love jazz and basketball. We encourage
continued funding for regional jazz programs and an
increase in sports programming -- especially basketball.
Most of all, we request Washington assistance in
professionally producing a short video aimed at high
school audiences to advertise the benefits of study and
tourism in the US such a video could form the basis of
public diplomacy outreach to youth audiences throughout
Europe and beyond at relatively low cost. End Summary.
PREVENTING A CULTURAL DIVIDE
----------------------------
2.Lithuanians love movies, basketball, and jazz--all of
whose roots are American. Cultural and sports programming
is a great way to reach out to younger Lithuanians who are
increasingly turning to other EU member states for
educational, work, and tourism opportunities. Cultural
and sports programming also provides a means to present a
more multidimensional image of America and Americans than
media and news affords. The GOL is a close ally in the
GWOT, and our military cooperation is a paramount
dimension of our bilateral relationship. The image of our
soldiers fighting shoulder-to-shoulder with Lithuanians is
s
powerful. Americans are not only soldiers, however and it
is important that Lithuanians be able to call up other
images of American culture and values. Bringing more
sports and cultural events here will help Lithuanians see
a well-rounded picture of Americans.
UNDERSCORING MPP GOALS
----------------------
3.We have used cultural events to promote the
protection of IPR as well as to bring top contacts
together to enjoy an evening of basketball or jazz in
settings that allowed for relaxed discussions over other
key objectives. In some cases the payoff has been direct,
in others developmental.
4.We partnered with the Motion Picture Association of
America (MPAA) and the largest chain of movie theaters in
Lithuania to hold a movie premier in Lithuania. The MPAA
representative brought the movie, the theater provided the
venue, and the Embassy provided the high-level guest list.
We invited media to cover the opening remarks of the MPAA,
government official, and an industry representative, all
l
of whom focused on protecting intellectual property so
that people will continue to create high-quality films.
5.The Marlon Jordan Jazz quartet visit to Lithuania in
November is a great example of culture supporting other
MPP goals. The quartet performed, impromptu, at a
nightclub in the capital and went way "outside the
beltway" to Siauliai, a northwestern city in which USAF
pilots were deployed to perform an air policing mission.
The Ambassador delivered introductory remarks before the
performance to introduce some of the airmen and to raise
awareness of the importance of NATO's role in collective
defense.
6.Earlier the same day, the Ambassador opened
Lithuania's first American Corner in Siauliai with a
speech emphasizing links to America as a way to better
mutual understanding. He also spoke about the importance
of our bilateral relations while boosting support for the
GOL's participation in OIF and OEF. In a subsequent
nationally televised interview, the PAO echoed the
e
Ambassador's points from Siauliai. The Jordans
participated in the broadcast as true cultural
ambassadors, discussing their experiences during hurricane
Katrina and thanking Lithuania for its offer of support to
relief efforts.
7.Post could not have afforded to bring the Jordan
quartet to Lithuania -- but, in retrospect, we could not
afford not to bring them. We gained immensely from the
event and strongly recommend making more Jazz performance
groups available on a regional basis. Our costs for the
event were limited since we partnered with the
Philharmonic Hall for a venue, instruments, and other
logistical requirements.
PARTNERING SUCCESS STORIES
--------------------------
8.Last year's visit of the Harlem Gospel Choir (HGC) to
typifies our general method of partnering to bring groups
to Vilnius. We helped fund the ticket of one of the 13
members of the traveling choir. An organizer obtained
funding from the city and others to help finance the
e
program, and we worked with the city to use an outdoor
venue in the middle of the old town for the performance.
The city also loaned a sound system. When the choir
arrived, the Ambassador held a reception for the group to
which he invited many high-level contacts who were
delighted to listen to a short performance by the choir.
The main event outside City Hall attracted thousands and
was a huge success -- so much so that a commercial concert
producer has brought the HGC back to Lithuania for a
three-concert tour in December. We used this same model
to bring the Johnny Thompson singers to Lithuania, and
they, too, returned to Lithuania on invitation without our
assistance.
9.Lithuania has the most foreign-born NBA players per
capita and Lithuanians love the sport. Any basketball-
related event that we can support would be a big plus
here. This is the type of event that post cannot afford,
but would pay big dividends with youth, politicians, and
the media. One of the most successful sports programs we
organized focused on the Olympics. In cooperation with a
Lithuanian former NBA player who owns a sports bar, the
Ambassador hosted a reception to watch the U.S. and
Lithuanian Olympic basketball teams play a preliminary-
round game. The event drew a packed audience and included
a number of ministers. The Ambassador promoted U.S. wines
in a symbolic bet with the president over the contest as
mayors of competing cities do in the U.S. CNN picked up
the wager and put it on its tickertape, bringing added
attention to the match (and the American wine).
OBSTACLES: THE U$UAL $U$PECT$
-----------------------------
10.We have a very receptive audience in Lithuania and we
have used almost every type of programming effectively
here. The only obstacle to more programming is the lack
of resources. Still, we have managed to counter that with
co-sponsoring events or using the public space in our
Embassy to host some events. There is precious little
more we can do on the partnering front, but we will look
to. We look forward to hearing about best practices at
other posts and new ideas this review of State's cultural
programs generates.
11.If we did have more funding for cultural activities,
we would invite basketball players to come to Lithuania to
play and/or hold youth clinics. We would also bring more
live performers to Lithuania and include TV coverage of
their visit. During a modern dance festival in 2004, the
PAO observed a group of 250 university students
electrified by a dance company out of San Francisco whose
performance was captivating. We tried to get them to come
out on a regionally funded basis, but were not successful
due to lack of funds.
TARGETING YOUTH BEYOND THE BELTWAY
----------------------------------
12.A recent poll we took in Lithuania shows that,
despite all the traveling embassy officers do, a majority
of Lithuanians have never met an American. Live
e
performances outside the capital will generate goodwill
with people with whom we have had less contact, help bring
more people in contact with our culture, and give them a
chance to meet a real live American.
13.Youth outreach is high on our list of priorities and
we have developed a high school stump speech with
accompanying multi-media presentation focused on study and
tourism opportunities in America that allows us to reach
out to more schools with a more targeted message. The
multimedia presentation is currently in PowerPoint format
with narration. We would like to be able to show a
higher-quality, digital video presentation with music to
have a stronger impact in attracting youth and teachers to
America. We believe Washington-provided video materials
and soundtracks could realize cost-savings for posts
worldwide.
14.We have had some success placing videos on U.S.
subject with regional TV stations in need of broadcast
material. We would like to see the Washington-based film
m
library (with broadcast rights) increase if possible. We
think films on the history of Jazz, the civil rights
movement, other historical milestones (the space program),
national parks, or biographies of famous Americans can be
used to help garner goodwill with the regional media and,
at the same time, expose viewers to U.S. content.
MAINTAINING LINKS WITH A CLOSE ALLY
-----------------------------------
15.Lithuanians are onboard with us in the GWOT. The GOL
has supported us with contributions not only in OEF and
OIF but in support of transformation in Belarus and
strengthening democracy in Ukraine, Georgia and Moldova.
Many adults remember our policy of non-recognition of the
Soviet annexation of the Baltic states, and the million-
strong Lithuanian-American community helps to maintain
bilateral ties. Yet, as EU membership naturally draws
Lithuanians into greater routine cooperation with the rest
of Europe, we face the challenge of keeping the U.S.
relevant to Lithuanian youth. Cultural and sports
programming is an essential way to show the diversity,
richness and relevance of the USA to the next generation
of Lithuanians.
MULL